"Consumer Behavior: Building Marketing Strategy" provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy based examples, and application.
Part 1 Introduction
Part 2 External Influences
Part 3 Internal Influences
Part 4 Consumer Decision Process
Part 5 Organizations as Consumers
Part 6 Consumer Behavior and Marketing Regulation